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題名：國家品牌形象-以中國為例
作者：王強強 引用關係
作者(外文)：Thomas ChiangBlair
校院名稱：國立成功大學
系所名稱：創意產業設計研究所
指導教授：謝孟達
孔憲法
陳國祥
學位類別：博士
出版日期：2015
主題關鍵詞：國家的競爭力；品牌中國；民族認同；國家形象；國家聲譽；Competitiveness of a nation；Brand China；Nation Identity；Nation Image；Nation Reputation
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隨著不斷增加全球化，所有國家都必須相互競爭，且贏得投資者、旅遊者、消費者、捐助者、移民和其他國家政府的關注和尊重，故國家競爭力的認同對於國家而言是一個很重要的概念。近年來，各國對國家競爭力都有了極大的興趣，包括美國、德國、法國等等，甚至中國也有興趣，這些國家邀請了在這領域的專家來幫助他們修補國家的本體性。因此，國家競爭力的認同對很多國家來言，是一個國家運轉機制中不可或缺的因子。
對一個國家的競爭力一般的假設是，可以與一個國家，從而影響國家的品牌標識，形象和聲譽關聯的任何屬性。但唯一的問題是，目前尚未有一個明確的國家品牌定義或者實際上是什麼樣的屬性彌補了這一點。因此，難以找到適當的理論和模型。因此，由於缺乏在這主題上的認識而提出了許多問題，如什麼是國家形象的品牌。國家的哪些部分可被品牌化？國家是否有可能被品牌化？國家形象品牌需要哪些工具和測量呢？國家真的需要品牌化嗎？品牌化對國家有何影響？
為了達到我們的目的，本論文採用品牌中國作為一個例子; 本文旨在探討中國當前的感知形像，並辨認其形象和現實之間的“差距”。藉著定義國家競爭力的元素，該研究人員可以制定一個策略模式，以幫助國家提高整體的身份，形象和聲譽。憑藉著對這主題先進的研究，我們可以有更好的方法與更佳的認識，且它可能會使國家的未來經濟發展受益與採用。因此，本文的主要貢獻是填補了這領域的研究文獻空白，並對國家的競爭力提供了一個定義。
本文的目的是要表明常規的品牌管理技術不是只可應用於國家，對該主題也提供深層的背景與本質。本文對這爭議的主題提供了一個多學科的研究法和不同觀點角度。本文試圖提供更好的國家聲譽結構的測量工具，並制定今後的研究議程。
研究發現三個重要的國家競爭力要素1）由一個國家的聲譽機制影響著人們對於該國家產品的態度2）國家的聲譽很容易被媒體所操縱的程度為何3）營銷可能是解開這種文化障礙的關鍵。國家的整體聲譽是品牌形象和現實所反映出的態度之間所相互作用的結果，尤其是支持性的潛力和所有相關的利益者所支持的行為。
該研究並沒有聲稱對於品牌競爭力有一個很明確的定義或模，但主張有個策略性管理的品牌技術之工作定義適用於國家以藉由獲得競爭優勢而促進國家的原則價值取向。
With the ever-increasing of globalization, all countries must compete with each other for the attention and respect of investors, tourists, consumers, donors, immigrants, and governments of other nations. Therefore, competitiveness of a nation is one of the most important concepts for any nations in the modern day. It is an idea that had generated much interest for countries such as United States, Germany, France, etc., and now China. All those nations all brought in experts to help them tinker with their nation’s identities and image. If any of those nations is lucky enough to have a powerful and positive image, it could provide a crucial competitive advantage over other nations. Therefore, it is inevitable that many countries would turn through branding.
The general assumption about competitiveness of a nation is any attribute that can associate with a country, which affects nation’s brand identity, image and reputation. The only problem is that there are no clear definitions what it is or what attributes actually make up of it. Therefore, it is difficult to find an adequate theory and model that would reflect comprehensiveness of this subject. Hence, due to the lack of awareness on the subject, it raises many questions such as what is national image branding. What parts of the nation is being branded? Is it possible to branding a nation? What are the tools and measurement need for national image branding? Does a nation actually need branding? What effect of branding has on a nation?
In order to achieve our purposes, the dissertation used brand China as an example; dissertation intended to explore the current perceived image of China and to identify the “gap” between its image and its reality. By defining what competitiveness of a nation’s element is, the researcher could formulate a strategic model, which will help nations improve their overall identities, images and reputations. With the advanced research on the subject, we can possess better methods and understanding, and it could be benefit countries economic development and use in the future. Therefore, the main contributions of the dissertation are to fill a major gap in the literature and provide a working definition on competitiveness of a nation.
The dissertation was designed to show not only conventional brand management techniques that can be applied to a nation, but also to provide some in-depth background on the context and nature of the subject. This dissertation offered a multidisciplinary approach and an affluent exploitation of different perspectives regarding the controversial topic. The dissertation was trying to contribute to a better measurement of the nation reputation of nation construct and to develop an agenda for future research.
The research found three significant facts within competitiveness of a nation 1) the mechanisms by which a nation’s reputation can influences people’s attitudes toward nation’s products, 2) the extent to which the reputation of a nation can be manipulated easily by different media and, 3) marketing may be the keys to unlock such cultural barriers. The nation’s overall reputation as a result of the interplay between the different brand images in relation to reality as well as reflecting the attitudes, and especially the supportive potentials and supportive behaviors of all relevant stakeholders.
The study does not claim to have arrived at a definitive definition or a model for competitiveness of a nation, but it has arrived at a working definition of the strategically managed process of applying branding techniques to a nation in order to gain competitive advantages by improving the perceived image and promoting the principle values of the nation.
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